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As though the merging of electric car and the Internet were already a well-known fact, BMW, a leader in CSR among automakers, dared to name its hybrid/electric car brand BMWi. “i”? Sure, thanks to Apple’s ubiquitous advertising campaigns, “i” is as well known as its predecessor “e” for electronic (email, e-commerce), and “x” for one level higher (xBox). Still, you have to wonder why BMW chose consumer shorthand for Internet, for innovation and cool, over eco or green, to signal environmentalism. Or even “e” for “electric car.”

Could BMW be doing what so many have failed to do—move the overall positioning of energy efficiency towards something, well, sustainable? At least when it comes to cars? Green appeal comes and goes. For many efforts, green positioning has given way to saving money — remember Energy Star’s transition in the 1990s? And more recently, the Prius’ push beyond celebrity environmentalists to mass market, cost-conscious consumers? But saving gas only goes so far, especially when gas is cheap.

KC Golden, the visionary behind the Seattle-based Climate Solutions, pretty much predicted an i-car evolution. KC grew up in Los Angeles, the apex of the automobile worship. He witnessed what having a cool car –a lot of horsepower under the hood —could do when it came to getting the girl. That link between horsepower and sex is permanently fused in youthful minds. And it never really goes away.

Today, KC lives in Seattle, where the major source of carbon emissions, about 40%, is from cars. To lower emissions, we must either get people to ride public transportation, which in the West is extremely tough, or more practically, get them to drive low-emission cars. What KC sees as the primary challenge is breaking our insistent connection, even in politically correct Seattle, between sex appeal and horsepower.

And what better voice to change attitudes about cars than the car companies themselves, starting just where you’d expect it to start, with Volkswagen—the first small car brand. KC sent me this typically counter-intuitive Volkswagen ad, which mocks drivers who still believe that horsepower enhances ego. Its tag line is “lowest ego emissions:” VW TV Commercial.

I’ll bet this commercial is not all that funny to BMW drivers. It appeals to those whose ego is wrapped around environmentalism, the very group KC wants to enlarge. I’m not saying that KC is wrong about green being sexy one day. In fact, even BMW thought the time had come in its first and second tries at an electric car. First was the MiniE, an electric MiniCooper. Launched in China, it was positioned as the first of its MegaCityVehicle line— a luxury version of Indian car-maker Tata’s Nano. Then the company tried the ActiveE, a sedan that was “bringing sustainable electric mobility on the road” as their ActiveE spokeperson, a female sustainability consultant intoned on their website. The ActiveE does not look “muscular;” its spokesperson is not sexy.

But with BMW’s third try, the BMWi, I think BMW has found its answer. Even though the tag line for the BMWi is “Born Electric,” the message is about performance first. BMWi uses battery power not only to cut emissions, but also to boost performance. Sure, the women in the BMWi web video are good-looking, but not blatantly sexy. And someday, maybe just the energy savings will be enough.

With the BMWi, BMW returns to its roots. It’s a smart strategy and may take us right where we want to go. As smart branders know, a slow transition works best with consumers. German luxury carmakers promoting behavioral modification in service of sustainability? Now that’s brand evolution.

Carol Pierson Holding is a writer and an environmentalist; her articles on CSR can be found on her website.